Social Media for Business Purposes: Objectives Pursued and Satisfaction in the Results

This article analyses the specific work tasks that 302 professional workers from the Basque region in Spain perform on social media (SM) for attaining their objectives, together with the work satisfaction they gain. The target population consisted of 23,000 professional workers in the Spanish Basque Country region, both employees and self-employed, with a particular interest in the use of new technologies. A sample of 302 professional workers were surveyed. The author found that professional workers are using SM applications to accomplish a wide range of objectives. Employees themselves are using SM for business purposes with their own strategy and on behalf of the company they work for. In addition to the SM strategy of the employees being integrated within the overall business strategy, managers should encourage them to use SM as this all contributes to the better performance of the company.